Quick-Start Guide to Dissemination for Practice-BasedResearch NetworksOverviewThis document briefly describes the dissemination planning and implementation process. It contains links toresources that guide you through the phases of dissemination.IntroductionDissemination refers to the process of sharing research findings with stakeholders and wider audiences.Dissemination is essential for uptake, and uptake and use of research findings is crucial for the success andsustainability of practice-based research networks (PBRNs) in the long term.Dissemination PlanningTo ensure that the project results will be used, research projects mustdevelop a dissemination plan that explains how the outcomes of theproject will be shared with stakeholders, relevant institutions,organizations, and individuals. Specifically, a dissemination planexplains: Why—the purpose of dissemination What—the message to be disseminated To whom—the audience How—the method When—the timingIdeally, the dissemination plan will link with a broader disseminationstrategy for the overall program that encompasses the research project.It should be planned in consultation with the project partners andapproved by the project management committee.Stakeholder AnalysisThe dissemination strategy should be based on an understanding ofstakeholders and their information needs and preferences. Astakeholder is anyone who has a vested interest in the project or will beaffected by its outcomes. Stakeholder analysis is an exercise in which stakeholders are identified, listed, andassessed in terms of their interest in the project and importance for its success and further dissemination. Keystakeholders for practice-based research networks include other PBRNs, primary care physicians and providers,the primary care research community, policymakers, and patients.Key Elements of a Dissemination PlanA dissemination plan must address: the purpose of the outreach, the audience for the outreach, the message ormessages to be shared, the methods for sharing the messages, the timing for the outreach, and the process forevaluating the success of the dissemination effort.PurposeAll dissemination should have a purpose and should support or inform project development in some way. Thepurpose of the activity may be to: Raise awareness—let others know what you are doing Inform—educate the community Engage—get input/feedback from the community Promote—‘sell’ your outputs and resultsDefining the purpose of dissemination is a first step to decide on the audience, message, method, and timing ofthe dissemination.AudienceThe dissemination process depends on whom you want to reach and what they can do for your project.Therefore, the different individuals, groups, and organizations that will be interested in the project and itsresults need to be identified and informed. Develop the audience based on the results of the stakeholderanalysis. The following audiences may be considered:Internal AudiencesKeep members of the project consortium and your own institution well informed about the progress of theproject. Adequate internal dissemination can also ensure that the project has a high profile within your PBRN.Other PBRNsShare project results with coordinators and key actors of projects dealing with similar topics, both within theprogram and in others, to ensure visibility and uptake of results, and provide opportunities to receive feedback,share experiences, and discuss joint problems and issues.External StakeholdersReach out to people who will benefit from the outcomes of the project, as well as “opinion makers” such asteachers, researchers, librarians, and journalists, who can act as catalysts for the dissemination process. Sharefindings that can be used by a wider audience than the specific target group through newsletter articles,conference presentations, case studies, etc.MessageOnce the purpose and audience of the dissemination are clear, define the key messages. To that end, keep thesecommunication principles in mind:Messages Should Be ClearMessages should be clear, simple, and easy to understand. Use language appropriate for the target audience, anduse non-technical language where possible.Messages Should Be TargetedTailor messages to the receiver(s). Carefully consider what they should know about the project. It is possible tosend the same message to different audiences, but check the relevance of the message to the receiver each time.Messages Should Be ActionableAfter hearing the message, the target audience should understand what action(s) to take.Messages May Be RepeatedEnhance impact by coordinating messages of different projects related to the same subject. Repeating keymessages over time reinforces the messages with the target audiences.Messages Should Be Factually CorrectUse plain language, and ensure that information is correct and realistic.MethodsWhile there are a wide variety of dissemination methods, it is important to select the right one(s) to get yourmessage to the target audience and achieve your purpose. Newsletters, flyers, and press releases can create awareness about the project. Reports, journal articles, and Web sites can transmit information about the project. Conference presentations and Web sites are ways to promote the project and its outcomes.In addition to more traditional dissemination methods, it can be useful to use less typical strategies. Forexample, workshops or online discussion lists can yield a higher level of engagement from stakeholders. Thismay be particularly relevant for conflicting information or information that is likely to meet resistance.TimingWhen planning the dissemination, decide when different dissemination activities will be most relevant. Theideal timing will depend on the progress of the project as well as on the agenda of the target audience. Forinstance, at the start of the project, focus on raising awareness; at the end, on highlighting the achievements anddeliverables. In terms of the “receivers” agenda, consider the time commitments of the target audience andstakeholders. For instance, acknowledge school or bank holidays, and when working with universities,remember that it will be difficult to reach academic staff at the start of the term or during examinations.Evaluation of the DisseminationLike all other elements of a project, dissemination activities are met with varying degrees of success. Todetermine if a dissemination strategy was well chosen and executed, build an evaluation component intodissemination activities to see if they have achieved their aims. For example, measure the success of a Web siteby checking the usage logs; evaluate training sessions by asking participants to complete an evaluationquestionnaire; and evaluate publications by the number of citations.ResourcesFor more information on PBRN Dissemination, select the following links:AHRQ Publishing Guidelines (Includes information on grant funded video production)http://www.ahrq.gov/research/publications/pubcomguide/index.htmlAHRQ Social Media Guidelines http://www.ahrq.gov/research/publications/pubcomguide/pcguide4.htmlCDC Resources on Health Communication and Social Marketing http://www.cdc.gov/socialmedia/Overview of Dissemination Methodshttp://ec.europa.eu/eahc/documents/management/fact_sheet/Factsheet_6_Elaborating_dissemination_plan_OVERVIEW_OF_DISSEMINATION_METHODS.pdfBasic Template for Dissemination Planninghttp://ec.europa.eu/eahc/documents/management/fact_sheet/Factsheet_6_Elaborating_dissemination_plan_TEMPLATE_FOR_DISSEMINATION_PLANNING.pdfUsing Social Media for Disseminationhttp://network.socialmedia.mayoclinic.org/mccsm/AHRQ Pub. No. 14-0051-EFRevised June 2014For more information about the AHRQ PBRN Resource Center, please visit pbrn.ahrq.govor email [email protected]
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